Bottom of the pyramid (population & consumption)

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service design for the poor? how service design thinking can help to design better services for the poor PRITI RAO Design PhD Conference 2009 Lancaster University. - PowerPoint PPT Presentation

Text of Bottom of the pyramid (population & consumption)

service design for the poor? a conceptual and empirical analysis PRITI RAO Lancaster University Conference June 2009

service design for the poor? how service design thinking can help to design better services for the poor

PRITI RAO Design PhD Conference 2009 Lancaster University1 the worlds cleverest designers cater to the globes richest 10 percent creating items like wine labels, couture and Maseratis

Dr. Polak in New York Times 29 May 20072

Bottom of the pyramid (population & consumption)World Bank (2008)3 state of essential services 1.6 billion people have no electricity

1.1 billion people don't have enough water (less than 20 litres per day)

824 million people are malnourished

121 million children are not in school

World Bank (2008), UNICEF (2005)Why is this the case? Ask the audience. Why do they think this problem persists?4

That social sciences focused on the poor but not the service delivery space. Within that they looked mainly at politics and relationship of citizens and governments (good relationship= good service) doesnt explain failure of service delivery with enough resources and good politicians! Designers focused on the service delivery space, but largely in private sector contexts, largely from front end, while management looked both at front and back ends. So call all these disciplinary gaps be merged and an integrative thinking approach be taken to produce new insights? It could, but what might need to be changed or modified? For example to what extent user experience an aspired goal when access is still the issue or financial measures an indicator of success in public or social services where profit is not the main aim?

5central research question can service design thinking help to understand and design better services for the poor?service design means two things, looking at the design of the service itself (who, what, how) as well as concepts and methods found in service design literature in management and design. Research into and through design.6 Real world context and questionHow will this meta question be answered?7The research country: India worlds largest democracy worlds 4th largest economy largest number of poor (456 million people living on less than $1.25 a day)

Survey of India (2009)artisans in Orissa

Artisan is a skilled craftsperson. There are 20 million in India. Poor by income not by richness of designs or imagination. Main mode of survival, no other options. Need a range of services for craft practice and different types of service providers like public, private, not for profit9sub-central research question What types of service design(s) are likely to enable artisans to improve their livelihoods?

enabling service designHuman capital (skills, knowledge, health); social (networks, relationships of trust); physical (transport, communication, infrastructure)Utility (convenience, quality, performance; social (esteem, self worth); emotional (esteem, self worth); spiritual (appreciation for good luck, sacredness)For example again a particular service provider may raise income but be harmful to health. What does user oriented mean? Which values are important to them? How do we balance tradeoffs? 11 contribution to knowledge generate characteristics of an enabling service design in the artisan context; and ways in which service design thinking could be used to arrive at this, in the larger context of services for the poor.RESEARCH CYCLE (Jan 08 to Jun 09)Challenges and Tips!!

Challenges getting the right Question ! getting the right FIT !

StructureRight question: intellectual puzzle, more than a gap, both if possible of interest to you and contribution to knowledgeRight fit between question, answer and the methodology etc. u could end up answering some other questionStructure the hardest part, clarity in thinking, mind mapping15


reference everything you find

methodology as Q & A

WRITE & Re-write!

Writing as thinking16